WordPress VIP

WPVIP had recently invested in a robust set of tools to generate, nurture, and convert leads but they had yet to change their go-to-market and business intelligence motions to take full advantage of the new tools and optimize for account-based marketing (ABM). They continued to face a fragmented marketing ecosystem; teams were operating in silos, each relying on disconnected platforms and data systems. WPVIP needed to optimize and centralize their data across multiple toolsets to enhance demand generation and improve both account and lead scoring. Additionally, they required enablement and strategic support for ABM to boost sales. We put our deep B2B experience and cross-tool acumen to work.

Approach

Catalysis started by conducting a comprehensive audit of WPVIP’s marketing systems, workflows, and data architecture. This included reviewing 25+ reports, mapping system connections across 10+ platforms, and interviewing stakeholders to identify inefficiencies and opportunities. The audit revealed the lack of cohesion among platforms, with data scattered across multiple tools that didn’t communicate effectively. This fragmentation also hindered the optimization of audience journeys. To address this, Catalysis identified three main architecture improvements.

Solutions

1. Enhance reporting capabilities within existing tools
2. Connect tools directly to a centralized analytics platform for centralized dashboard
3. Enhance ABM strategies by implementing tailored ABM triggers, precise calculations, and comprehensive reporting.

Each step was assessed based on alignment with WPVIP’s reporting requirements, integration capabilities, scalability, and cost. Ultimately, Catalysis recommended a centralized reporting and data management architecture: delivering a roadmap, a master architecture asset, and budget recommendations to help leadership visualize and prioritize next steps. By addressing inefficiencies and aligning tools with business goals, WPVIP was now equipped to improve collaboration, streamline reporting, and enhance decision-making capabilities.

Key Execution Highlights

Example 1: Optimizing ABM motions in WPVIP’s Demand Gen tool, Demandbase

As part of Catalysis’ broader effort, WPVIP’s account-based marketing (ABM) platform, Demandbase, was identified as an area for immediate optimization. While Demandbase is a powerful tool for targeting B2B customers, it wasn’t being fully utilized, and the client lacked the time and technical knowledge to address its shortcomings.

Catalysis audited Demandbase’s implementation by evaluating processes, integrations and reports, then conducted stakeholder interviews to identify pain points and goals. Based on these insights, we delivered several optimizations.

ABM optimizations:

• Customized intent keyword groups for precise targeting
• Developed advanced calculated fields to track and report account progress
• Defined ABM journey stages
• Improved engagement scoring
• Created notifications and reports to activate marketing and sales actions

This initial roadmap provided WPVIP with actionable steps to enhance Demandbase’s functionality to drive better engagement in the early pipeline and ensure business development and sales teams can engage with qualified account leads in a timely manner.

Example 2: Enhancing lead identification and nurture campaigns in HubSpot

WPVIP’s email nurture strategy, managed through HubSpot, lacked alignment across audience segments and a clear structure for customer journeys. Catalysis addressed this by conducting a detailed review of WPVIP’s four target segments—Tech, Marketing, Public Sector, and Media—and each of their existing email strategies. We worked closely with stakeholders to craft a comprehensive nurture strategy.

Nurture strategies

1. Developed content roadmaps based on lead stage and engagement
2. Analyzed engagement data to identify effective content and design elements, pinpointing areas for optimization within each segment
3. Optimized CRM toolset and audience scoring to enable future nurture scenarios

In total, Catalysis developed 28 nurture emails and provided ongoing performance reporting to measure and optimize engagement. Weekly audits ensured HubSpot data flows and email deployments were functioning smoothly, while monthly reports highlighted opportunities for improvement. This restructured nurture strategy improved engagement and provided WPVIP with a scalable framework for future growth.

Conclusion

Catalysis transformed WPVIP’s fragmented marketing ecosystem into a centralized, data-driven operation, optimizing audience journeys along the way. By conducting a thorough audit, delivering actionable recommendations, and optimizing tools, Catalysis enabled WPVIP to overcome challenges and achieve measurable outcomes. With a clear roadmap, streamlined systems, and a focus on data-driven decision-making, WPVIP is now equipped to drive more personalized and impactful content in an ever-evolving B2B marketing and sales landscape.